Supporting your own marketing is a demonstation of believing what you're selling. Business owners may be in the business of risk, but strategic planning can help reduce the amount of risk involved.
Authors marketing themselves has taken a turn I didn't see coming. How many of you thought that, as an author, if you were published "traditionally", 1) you made it, and 2) they handle all your marketing and PR?
Branding your business, in print or online, does not start and stop with your logo.